1. Allison Cupillari - Resume
Address: 143 Ash Road, Prestons NSW 2170
Mobile: 0407 357 241
Email: a_cupillari@hotmail.com
Career Overview:
Marketing Manager
I am a Marketing Manager with over 13 years of experience. In my current role as
a Senior Manager at Oldfields, I am a key stakeholder in developing the
company’s three year strategic plan and have had the opportunity to focus on
and strengthen my sales expertise.
Previous to this I spent six years in leadership positions with Sunbeam Corporation
during which, I developed a broad range of experience in all aspects of product
marketing, staff management, category management, developing brand and
product strategies, new product development, product forecasting and
budgeting.
An extremely passionate marketeer, my strengths lie in account management,
product channel management, developing and executing pricing strategies,
product portfolio management and creating compelling communication & go-to-market
strategies.
I am highly skilled in creating and implementing strategies as well as delivering
projects on time and within budget. As a leader, I provide clear direction to my
team and bring a motivational energy inspiring those I work with.
My goal is to work with a company, where I can utilise my experience and further
develop my leadership skill set.
1

2. Career History:
Oldfields (March 2013 – Present)
Marketing Manager
Responsible for the Consumer Division, which includes paint applications, for example;
paint brushes, roller covers & paint accessories as well as outdoor storage solutions, like
garden sheds and workshops. Also, due to the growth of the business, I share National
Account Management responsibilities for Masters, John Danks (Home Timber & Hardware)
and Mitre 10.
Key Responsibilities:
· Creating marketing strategies for the different industry channels.
· Account Management, business reviews, 12 month promotional plans, planograms and
pricing maps.
· Budgeting
· Forecasting
· Devise and monitor strategic marketing plans to achieve budget, market share and
profit objectives.
· Drive Insights Research for innovation and new product development.
· Establishing & fostering the Brand Equity both internally and external.
· New product sourcing from international hardware trade shows in Las Vegas, Hong
Kong and Canton.
Achievements:
 Reviewed and implemented a new pricing strategy for the different industry channels,
Hardware, Paint Specialist and Trade to ensure that Oldfields maximised their
opportunities for value growth in the strongest performing channels, whilst maintaining
market position in declining/smaller channels.
 Developed and presented 12 month strategic business plans for key accounts to set
core ranging, secure new product launches and maximise catalogue & promotional
opportunities. This in-hand ensures that Oldfields can deliver the best possible service to
accounts, delivery of stock in full and on time, and efficient ordering of stock into the
warehouse.
 Developed and introduced a New Product Development Process to the business. This
process has required some fostering as it is a new, but welcomed direction for the
business and its people. Oldfield’s is nearing its 100 years and the New Product
Development Process that involves all employees ensures the future of the Oldfields
brand.
2

3. Sunbeam Corporation (2000 – March 2013)
Senior Product Marketing Manager
2009 – March 2013
I was responsible for the Beverage Category, which encompassed coffee machines,
coffee grinders, juicers, water and novelty appliances. This totaled 117 SKU’s, with sales
turnover in excess of AUD$40 million.
The Sunbeam Appliances portfolio is worth over AUD$120 million with an annual marketing
spend of AUD$8 million.
I was responsible for AUD$3 million Advertising and Promotional spend with two direct
reports.
Key Responsibilities:
· Devise and monitor strategic marketing plans to achieve budget, market share and
profit objectives.
· Build three year Product Roadmaps with biannual reviews.
· Drive Insights Research, driving innovation and new product development.
· Continuing pricing reviews, budget tracking, forecasting and stock management.
· Form channel distribution strategies.
· Strategy development and execution of ATL advertising, including a total print spend of
AUD$1.8 million and a television spend of AUD$4 million.
· Present to retail buyers and the organization.
· Fostering the Brand Equity both internally and external.
· New product sourcing from international electrical trade shows in Hong Kong, Canton,
Chicago and Milan.
Achievements:
 Incorporated Sunbeam Brand guidelines and approval process throughout the business
to ensure all communication pieces correctly represented the brand and are in line
with the Brand Plan.
 Launched the Sunbeam Café Series II range of appliances in April 2012. This is
Sunbeam’s flagship range of premium priced appliances to maintain and build on
Sunbeam’s market leading position. The launch included; Print & TVC, In-store displays
with VOX pops, In-store POS, Range Brochure, QR codes and website. Also prior to the
in-store activation there was a national roadshow to all retailers and a media launch.
 Redeveloping new packaging designs for the Sunbeam core range and the Sunbeam
Café Series range. This was executed with an external packaging design agency and
the rollout was carried across new and existing products.
 Implemented a marketing ethos ‘Tomorrow’s Leader, as very little separates brands in
small electrical appliances so it’s the little things that count. So although Sunbeam was
the market leader then who will be the market leader tomorrow? Therefore every time
the marketing team starts a new project the question is asked is this direction going to
make Sunbeam ‘Tomorrow’s Leader’.
3

4. Senior Product Manager, Beverage & Toasters
2005 – 2009
Key Responsibilities:
· Strategic development and execution of annual marketing plans.
· Forecasting and stock management.
· Prepare Category Reviews and present to senior management team, key business
partners, and design and technology departments.
· Responsible for new product development to ensure continued growth of portfolio.
· Sourcing new products from international partners.
· Execution of above the line advertising strategies.
· Develop and present new product presentations to retail buyers and national sales
team.
· Manage the New Product Development process, including writing product briefs,
product testing and working closely with Sunbeam’s internal design and engineering
departments.
· Complete product packaging, including photography (lifestyle, food, and product),
copywriting and instruction manuals/DVD.
· National consumer exhibitions; stand design, staff management, and sales training.
· Brief, manage and launch a new website and maintain the corporate website.
· Liaise and develop relationships with a number of external agencies; public relations,
packaging design, printers, web designers, product design agencies, advertising,
media buyers and promotions.
Achievements:
 Created and developed a relationship with a coffee ambassador, Australia’s first World
Barista Champion, Paul Bassett, in order to ascertain credibility in espresso machines
and further Sunbeam’s growth in the coffee category. Because of their history,
European brand names had a well-established respect in the market, so although
Sunbeam was a trusted brand, when it came to espresso machines Sunbeam needed
to build respect. Sunbeam enlisted Australia’s first World Barista Champion, Paul Bassett.
Paul had the respect and credibility, and combined with one of Australia’s most trusted
brands, Sunbeam, we had a winning combination.
 Developed the ‘Unleash the Barista’ coffee media strategy that picked up two awards.
Recognised for innovation it won the Home and Consumer Durables category at the
annual Media Federation Awards. Following this the strategy also won The Best
Contribution to Media Thinking at the bi-annual Australian Creative Planning Awards.
The concept includes a free hands-on coffee appreciation course for any consumer
who purchases a Sunbeam espresso machine, as well as a free instructional DVD.
Experimental strategies like this enable consumers to interact with the brand and are
highly effective.
4

5.  Launched the Sunbeam Café Crema espresso machine in December 2001, which
triggered the revitilisation of what was at the time a small, established category
traditionally owned by European brands. This product achieved the +10% unit and +15%
value share objectives. Awarded and Australian Design Mark the Café Crema after
nearly eight years on the market remains a best seller and opened the door to new
category opportunities, including coffee grinders and accessories.
Other roles at Sunbeam included;
Product Manager, Beverage & Food Preparation ~ 2002 – 2005
Assistant Product Manager, Kitchen ~ 2000 – 2002
Dairy Farmers ~ 1994 - 2000
Marketing Assistant, Dairy Foods
Applications/Software:
 Advanced in Microsoft Word, Excel & PowerPoint
 Indesign
 Cognos
 IBS
 Pronto
Relevant Education & Certification:
 Certificate 4 Training and Assessment – 2009
 Bachelor of Business Majoring in Marketing Degree – 2003
 Advanced Diploma in Marketing Management – 1997
 High School -1992
Interests:
 Sport & fitness – Jazzercise and outdoor & indoor netball
 Socialising with family and friends
 Cooking and baking
References: Available at request
5

6.  Launched the Sunbeam Café Crema espresso machine in December 2001, which
triggered the revitilisation of what was at the time a small, established category
traditionally owned by European brands. This product achieved the +10% unit and +15%
value share objectives. Awarded and Australian Design Mark the Café Crema after
nearly eight years on the market remains a best seller and opened the door to new
category opportunities, including coffee grinders and accessories.
Other roles at Sunbeam included;
Product Manager, Beverage & Food Preparation ~ 2002 – 2005
Assistant Product Manager, Kitchen ~ 2000 – 2002
Dairy Farmers ~ 1994 - 2000
Marketing Assistant, Dairy Foods
Applications/Software:
 Advanced in Microsoft Word, Excel & PowerPoint
 Indesign
 Cognos
 IBS
 Pronto
Relevant Education & Certification:
 Certificate 4 Training and Assessment – 2009
 Bachelor of Business Majoring in Marketing Degree – 2003
 Advanced Diploma in Marketing Management – 1997
 High School -1992
Interests:
 Sport & fitness – Jazzercise and outdoor & indoor netball
 Socialising with family and friends
 Cooking and baking
References: Available at request
5